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The Routledge Companion to Marketing Research
Paperback

The Routledge Companion to Marketing Research

$88.99
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This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice.

Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as:

Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis

Big data

Neuroscientific techniques and physiological measures

Voice prints

Human-computer interaction

Emerging approaches such as shadowing, netnographies and ethnographies

Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.

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MORE INFO
Format
Paperback
Publisher
Taylor & Francis Ltd
Country
United Kingdom
Date
9 January 2023
Pages
612
ISBN
9780367694319

This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice.

Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as:

Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis

Big data

Neuroscientific techniques and physiological measures

Voice prints

Human-computer interaction

Emerging approaches such as shadowing, netnographies and ethnographies

Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.

Read More
Format
Paperback
Publisher
Taylor & Francis Ltd
Country
United Kingdom
Date
9 January 2023
Pages
612
ISBN
9780367694319